Using correspondence analysis to monitor the persona segmentation process

L Laporte, K Slegers, D De Grooff

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

20 Citations (Scopus)

Abstract

Persona segmentation is the first phase of the persona method. It can be defined as the process of creating representative groups of similar users. Since the origin of the persona technique, both qualitative and quantitative methods have been used to create persona segments. While the qualitative approach has been criticized because of its lack of accuracy in creating persona segments, application of quantitative methods seems to be suffering from the same problem, due to inconsiderate application of statistical techniques. In this paper, we present Correspondence Analysis, an exploratory data technique, as an alternative quantitative persona segmentation method. We demonstrate that this method is appropriate to create useful persona profiles, and, additionally, it can aid in carefully monitoring the segmentation process. Copyright © 2012 ACM.
Original languageEnglish
Title of host publicationNordiCHI 2012: Making Sense Through Design - Proceedings of the 7th Nordic Conference on Human-Computer Interaction
Pages265-274
Number of pages10
DOIs
Publication statusPublished - 31 Dec 2012
Externally publishedYes

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